Expect a Higher Standard
In 2014, Werremeyer Creative was hired by McKnight Place for a top-to-bottom rebranding. We were up to the task, thanks to 10 years’ experience in the design of marketing programs targeted at helping seniors enhance their lives through retirement-community living. McKnight Place needed a new voice and logo, brand standards and a new online personality. And this was just the beginning of the brand-building process.
Given what we know about baby boomers and their retirement years, we knew McKnight Place Assisted Living was their kind of community. With their beautifully designed property, commitment to quality of life and health, and their menu of upscale services, McKnight Place is perfectly positioned to appeal to baby boomers as prospective residents.
One of the most impactful ways for McKnight Place to appeal to this “booming” audience is via their website. McKnightPlace.com is a multi-faceted site that provides easy navigation and a wealth of information to both current and prospective residents, their families, and employees. The site is updated often with stories, staff bios, special event information, community-relevant content, and information geared toward attracting prospective residents. To make it easy to access information either at home or on-the-go, the website was built to be responsive so that it can be experienced on mobile devices as well as desktop computers.
THE RIGHT MIX FOR SUCCESS
In 2016, McKnight Place broke ground for an expanded assisted-living and memory-care building. When the completion of the new building was a year out, we began working with the community’s sales and marketing team on a new marketing strategy. The first step we took with them was building greater brand awareness. We developed a multi-channel marketing plan that included print advertising and direct mail; digital marketing, including video, social media posts and content marketing; and spots on radio and television.
We love working with a community that loves its residents.
”Werremeyer Creative is an integral part of the McKnight Place marketing team. Werremeyer has helped us not only open a new 108-unit assisted living and 27-unit memory care community, but its staff has helped us fill those spaces as well. Werremeyer understands the challenges, joys and hurdles of senior living, and the team is always ready with creative solutions and constant support. I couldn’t think of a better fit for our marketing efforts.Dominique CharlesMarketing Coordinator, McKnight Place
A GRAND OPENING
The McKnight Place expansion opened in December 2017 as an innovative, four-story, community featuring beautiful communal spaces, dining areas, and a lively bistro to host happy hours.